FreeWheel launches Council for Premium Video

FreeWheel has launched The FreeWheel Council for Premium Video (FWC), an advocacy group that will serve the interests of the premium video industry through leadership, research and advocacy for standards for the premium video economy.

“There is a huge opportunity for premium video publishers to capitalise on the growth trends impacting our industry and FreeWheel is committed to ensuring the highest success for the entire ecosystem,” said Doug Knopper, Co-Founder and Co-CEO of FreeWheel. “FreeWheel is taking a stand along with our council members to advocate, inspire and promote an open dialogue among marketers and standard-setting bodies.”

FreeWheel’s Council for Premium Video aims to ensure the vitality of premium video as the industry navigates the transformation taking place while digital and linear converge. More than twenty-five leading media and entertainment companies have joined the FWC for its launch including ABC, A+E Networks, Comcast, Discovery Communications, ESPN, Fox, NBCUniversal, Turner Broadcasting System and Univision Communications.

“The Council will operate as an educational and organising resource delivering best practices for premium video monetisation, research in support of our narrative as well as recommendations that will enhance the interests of FWC members and the market,” said Jack Rotherham, Chief Marketing Officer, FreeWheel. “We are looking forward to accelerating the advancement of the premium video economy in the coming months.”

“The convergence of television and digital video has created incredible transformation for the premium video industry and it also presents significant opportunities,” said Rick Mandler, VP, Strategy and Digital Media Advertising at Disney/ABC Digital Media Group. “The Council for Premium Video will not only serve as a unified voice advocating on behalf of premium video publishers, it will also play a key role in providing marketers with insights on the value of premium video and enable them to unlock the true power of premium content across all linear and digital opportunities.”

“The FreeWheel Council comes at a time when the industry is navigating significant and rapidchange,” said Michael Strober, SVP of Client Insights and Innovation, Turner Broadcasting Ad Sales. “As Turner continues to invest and produce in this screen agnostic space, we are pleased to play a key role in the council and provide a dedicated effort and voice focused on its long-term value by creating expansion through greater adoption of the medium.”

“Our advertising partners consistently tell us about the undeniable and growing importance of premium video in achieving their marketing objectives,” said Krishan Bhatia, Executive Vice President, Business Operations and Strategy, NBCUniversal. “With cross-platform viewership increasing rapidly, new data-driven and targeting capabilities, alongside measurement, is becoming key pieces of the premium video value proposition. Together with the FreeWheel Council, we aim to further the premium video economy across all screens.”